Written in a contemporary and informal style, the book is suitable for those both lecturing or studying marketing, and for members of South Africa's marketing community.

• 18 South African case studies, written in a contemporary and informal narrative style rather than the traditional, more rigid, case study
• 8 marketing concepts based on research findings of the UCT Unilever Institute of Strategic Marketing
• 36 video clips
• Fully searchable text and links to relevant web sites

Introduction
The case study method
Mapping chart

MARKETING CONCEPTS

1. Black Diamonds – SAs new black middle class.A study of the new and rapidly expanding black middle class, and the complexity it adds to the market place.
2. Exploring the fortune at the bottom of the SA pyramid.An exploration of the potential for growth, investment and marketing opportunity in the least affluent consumer tier in the economic pyramid.
3. My home - shelter, shack or showroom? A UCT Unilever Institute project exploring what the home means to SAs today, and outlining key trends that impact on the home space in SA. Included is an outline of the HeadHome segments, a new clustering tool.
4. Mindsets and trendscapes. Categorisation of the population of SA into groups, based on values, expectations and lifestyle, and the identification of current and future social, economic and lifestyle trends to give marketers an understanding of consumers
5. Celebrations and ceremonies. A project which examines the ways in which black communities celebrate different events or special occasions in their community
6. Stokvels: Making social cents? This project explores the financial and social roles played by informal savings schemes in SA
7. Stockings and stokvels. A project examining the unique manner in which black SA's spend the Christmas period and the implications that this has for marketers
8. Trend Youth - the blender is on. The "blender" model was devised by the UCT Unilever Institute as part of the Trend Youth project which aims to provide marketers with a deeper understanding of this constantly changing and often contradictory group

CASE STUDIES

9. Car Magazine.The inroads Car Magazine has made into the specialist magazine market and the challenges it faces.
10. Cell C. The challenges faced by Cell C in entering a well-established, highly technical and capital-intensive market.
11. Ego to Axe. Unilever South Africa's risky decision to align Ego with the global brand Axe, which meant changing one of South Africa's most popular brand names.
12. Pages. Analysis of the reasons for initial success and subsequent deterioration of performance of a retail chain in a changing market environment.
13. Exact! Positioning of a nationwide retail clothing chain.
14. Exp - the demand activation agency. An outline of the rationale behind the experiential marketing approach, with a focus on the innovative offerings of Exp - including a case study on a successful activation conducted for Castle Lager.
15. Global Sound. Causes of customer dissatisfaction in the dynamic appliance and sound markets.
16. Jordan & co.Tackling the challenges of a competitive and increasingly fragmented footwear market.
17. Kellogg’s Corn Flakes. Utilising marketing research and implementing a solid brand strategy to reverse the brand's fortunes and deliver good business results.
18. kulula.com. A low-cost airline takes on the national carrier, establishes a unique positioning for itself, succeeds in gaining a healthy market share, and grows the demand for domestic air travel.
19. Mount Nelson Hotel. Effects of changes in marketing strategy of a city-based hotel competing in a volatile and demanding local and global market.
20. Royco Potato Bake. Marketing strategy to introduce a branded new product range of food enhancers to a broad consumer target market.
21. SA Sports Illustrated. How this leading niche magazine maintains its position in an increasingly competitive environment.
22. Starfish. A measure of the success of this consumer-orientated charity and a look at future marketing strategies in uncharted territory.
23. The Big Issue. The challenges of launching a social business in South Africa and in keeping abreast with a dual target market.
24. The new VW Beetle. Volkswagen SA's positioning strategy in the introduction of the new Beetle to the South African market.
25. White Star. A new super maize meal brand launched into one of the most competitive product categories, which succeeded in taking a share of the market from leading competitor brands.
26. Women24.com. Creating interactive & original content online to attract an increasingly large & communicative readership.

The cases in this book were identified, compiled and edited by Prof. John Simpson and Bridget Dore of the Unilever Institute of Strategic Marketing, UCT School of Management Studies.